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2016 (EN)
Marketing issues in arts (EN)

Zois, Konstantinos (EN)

School of Economics, Business Administration and Legal Studies, MA in Art, Law and Economy (EL)
Korka, Eleni (EN)
Malindretos, Georgios (EN)

This dissertation was written as part of the Ma in Arts, Law and Economy Master program at the International Hellenic University This topic is the general expression of Marketing in Arts institutions management, containing specifically issues dealing with relationship marketing, market segmentation as a marketing tool, e - marketing, international aspects of marketing depending on the culture of the audience of an art institution, audience behavior towards arts and tools in practice that can help an artist or an exhi bition to be known to the public . T his sector is one of the most interesting through management of arts institutions due to the huge number of new artists and artworks which in our days cannot be recognizable easily from the public, mainly because of the inability of the public to reach the m or the incapability of the artists to introduce their selves to the wide public. Marketing can provide those tools that can create a successful introduction between the wide public and the art world. It is a field of knowledge on how consumers are behavi ng towards goods and services, a continuous research about details of different segments of the market as a whole and as different segments with different characteristics and features and a scientific approach concerning ways of influencing public’s behavi oral instincts through basic rules of managing impressions, behaviors, thoughts and actions. Main targets of marketing strategies in arts are the long term survival of art institutions and organizations, profits and recognition and the efficient management of every single step of an art transaction from pure creations and primal artists to commercial sales, promotion and all steps between the birth of a creation until finally rest up in a buyer’s bedroom or living room in his private collection. The importa nce of researching market for new ideas and approaches while gathering all kind of information to act efficiently in the market can be lifted to the top using marketing tools as primary help of evaluating people and even artists themselves or art instituti ons internally. Finally, we can add that connecting quality with aesthetic perfection is creating unique feelings to art lovers from the most delicate to the most conventional ones, forming a smooth path for arts to thrive under the complexity of the conti nuous industrialization of the modern economies worldwide (EN)


Internet marketing (EN)

Διεθνές Πανεπιστήμιο της Ελλάδος (EL)
International Hellenic University (EN)



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